Programmatic Advertising for Auto Repair Shops:
Increase Brand Awareness and Dominate Your Market

As a top-tier shop owner, the idea of having your brand known all over town is a great feeling. Unfortunately, standard digital ads won’t accomplish this alone. If you’re ready to get your name out there and become well-known in your community, programmatic ads could be the answer.

Unlike traditional digital ads, where you’re chasing keywords and categories, programmatic advertising puts your shop in front of the right people at the right time across streaming TV, display banners, online video, and audio platforms. Think Hulu, Roku, ESPN, iHeartRadio, and local news sites all managed from one place, all working together to build your brand.

Why Programmatic Advertising Works for Auto Repair Shops

If you want your shop to be recognized across your entire market, not just when someone searches “mechanic near me,” programmatic advertising gives you unmatched visibility. Instead of relying on search intent, these campaigns keep your brand in front of car owners everywhere they already spend time: streaming TV, news sites, podcasts, sports apps, and online video.

With programmatic ads, your shop can:

Build name recognition faster than traditional digital ads
Reach more high-value customers across multiple platforms
Compete with dealerships, franchises, and big brands
Recruit skilled technicians and service advisors
Stay top-of-mind before drivers even need service
Create a professional brand presence that elevates your shop above competitors

Programmatic advertising connects your shop with your ideal audience before they ever type a search, making your brand the one they think of first.

Tap Into the Power of Streaming TV, Display, Video & Audio to Build Your Brand

Most shop owners we talk to have tried Google Ads or Facebook Ads. Some have even dabbled in YouTube. But programmatic advertising is usually new territory.

Programmatic ads work differently from search or social ads. Instead of waiting for someone to search for “mechanic near me,” programmatic advertising puts your shop in front of people before they even know they need you. It’s about building awareness, staying top of mind, and creating trust so when they do need a shop, yours is the first name they think of.

You’re not just buying ad space. You’re buying strategic visibility across platforms where your ideal customers are already spending their time.

Here’s what programmatic advertising includes:

Programmatic Ads vs Google Ads vs Facebook Ads

Programmatic advertising isn’t a replacement for Google Search Ads or Facebook Ads; it fills a completely different role. Here’s how they compare:

Feature / Goal

Primary Purpose

Where Ads Appear

Targeting

Best For

Cost Structure

Impact Timeline

Ideal For Auto Shops

Programmatic Advertising

Google Search Ads

Google Search Ads

Brand awareness & visibility

Capture active searchers

Social engagement & awareness

Streaming TV, audio, news sites, apps, video platforms

Google search results

Facebook/Instagram feeds

Behavior, interests, location, retargeting

Keywords, search intent, location

Interests, locations, demographics, retargeting

Increasing recognition, hiring, long-term brand trust

Getting leads from active searchers

Community engagement, remarketing

CPM (impressions)

PPC (pay per click)

CPM/PPC

Strong results after 60–90 days

Fast results, with a learning phase for optimization

Fast to moderate

Multi-channel visibility, recruiting, brand lift

Quick leads from searchers

Mid-funnel awareness

Note: This visual gives shop owners clarity on why programmatic works and how it complements other marketing channels.

Programmatic Advertising

Primary Purpose

Brand awareness & visibility

Where Ads Appear

Streaming TV, audio, news sites, apps, video platforms

Targeting

Behavior, interests, location, retargeting

Best For

Increasing recognition, hiring, long-term brand trust

Cost Structure

CPM (impressions)

Impact Timeline

Strong results after 60–90 days

Ideal For Auto Shops

Multi-channel visibility, recruiting, brand lift

Google Search Ads

Primary Purpose

Capture active searchers

Where Ads Appear

Google search results

Targeting

Keywords, search intent, location

Best For

Getting leads from active searchers

Cost Structure

PPC (pay per click)

Impact Timeline

Fast results, with a learning phase for optimization

Ideal For Auto Shops

Quick leads from searchers

Facebook Ads

Primary Purpose

Social engagement & awareness

Where Ads Appear

Facebook/Instagram feeds

Targeting

Interests, locations, demographics, retargeting

Best For

Community engagement, remarketing

Cost Structure

CPM/PPC

Impact Timeline

Fast to moderate

Ideal For Auto Shops

Mid-funnel awareness

Note: This visual gives shop owners clarity on why programmatic works and how it complements other marketing channels.

Managing Programmatic Ad Campaigns Is More Complex Than You Think

Let me be straight with you. Programmatic advertising isn’t something you DIY on a Tuesday afternoon between alignments and brake jobs.

It requires understanding impression goals, viewability rates, completion rates, retargeting strategies, audience segmentation, creative optimization, and performance analytics across multiple channels. You also need access to the right platforms, creative assets, and the time to monitor and adjust campaigns on a monthly basis.

Most shop owners don’t have that kind of bandwidth. And honestly, most general marketers don’t either. Just because someone knows how to boost a Facebook post doesn’t mean they know how to build a programmatic ad strategy that actually drives results for an auto repair shop.

Here’s my point.

You need someone who understands both the auto repair industry and programmatic advertising. Someone who knows what resonates with your customers, what messaging works, and how to position your shop as the trusted choice in your market.

That’s where we come in.

Why You Want Shop Marketing Pros Managing Your Programmatic Advertising

At Shop Marketing Pros, we don’t just set your ads live and walk away. We build campaigns tailored to your shop, your market, and your specific goals. We monitor what’s working, optimize what’s not, adjust targeting as needed, and report back to you monthly with clear data and honest feedback.

But working with great people isn’t enough. You’re spending your hard-earned money on this, and these ads need to deliver results.

Listen to What Some of Our Clients Have to Say:

Darrin Barney

Barney Brothers Off Road and Repair

Alissa and Doug DeLucca

Boca Auto Fix

Scott Pelava

Lonsdale Auto Works

Who Programmatic Advertising Is a Perfect Fit For

Programmatic ads work exceptionally well for shop owners who want to increase their brand presence, reach the right audience, and grow consistently over time. This service is ideal for

If you’re ready to elevate your brand and win your market, programmatic ads are made for you.

Why Do Our Programmatic Ad Campaigns Perform Better?

Built Specifically for Your Shop

We don't use cookie-cutter templates. Every programmatic ad campaign is custom-built based on your shop's brand, your services, your market, and whether you're focused on brand awareness or hiring. We take the time to understand what makes your shop different and we make sure that shows up in your ads.

Multi-Channel Strategy

We don't just run one type of ad and hope for the best. We leverage streaming TV, display ads, online video, and audio to create a consistent presence across the platforms your ideal customers use every day. That's how you build brand recognition that sticks.

Advanced Targeting and Retargeting

We use location-based targeting, interest targeting, and behavioral targeting to make sure your ads are seen by the right people. And if someone engages with your ad but doesn't convert right away, we retarget them so your shop stays top of mind.

Performance Tracking You Can Actually Understand

We track impressions, viewability, completion rates, and engagement so you know exactly how your programmatic ads are performing. No vague metrics or confusing dashboards. Just clear, honest reporting.

Personalized Monthly Reporting

We don't just email you a report and hope you never open it. We schedule a Zoom call with you monthly where we go over your campaign performance together. We look at what's working, what's not, and what adjustments we're making. During this call, we also ask about your business so we can stay aligned with your goals.

Realistic Guidance on Budget and Expectations

Programmatic advertising works best when it's properly funded. We're not here to sell you the cheapest package and watch it underperform. We'll give you honest guidance on what budget will actually move the needle, and we'll push you out of your comfort zone when needed because we know well-funded campaigns perform exponentially better than underfunded ones.

What Results Can You Expect from Programmatic Advertising?

Programmatic advertising is measured differently than search or social ads. Instead of tracking clicks and conversions alone, we focus on impressions, viewability, and engagement. Here’s what industry benchmarks tell us:

Display Ads

typically see a click-through rate of 0.1% to 0.46% and viewability rates of 55% to 65%

Streaming TV & Online Video

have video completion rates of 63-72% for online video and 94%+ for Connected TV because viewers can't skip them

Streaming Audio

has listen-through rates of 85%+ because the ads are non-skippable

These aren’t vanity metrics. They represent real people seeing, hearing, and engaging with your brand across multiple platforms. Over time, that builds the kind of awareness and trust that turns into phone calls and cars in your bays.

What Will It Look Like Getting Started with Programmatic Advertising?

Step One: Discovery Call

The first step is to book a discovery call. On this call, we’ll go over your Digital Marketing Inspection, explain how programmatic advertising works, answer all your questions, and ask a lot of questions to make sure we're a good fit to work together. The truth is, we don't work with every shop owner who wants to work with us. We like working with friendly people who fit our culture and who run their shops with excellence. We do top-tier marketing for top-tier shops. That's not just a slogan.

Step Two: Kickoff Call

We'll schedule a kickoff call that will include you, anyone else on your team who should be involved, and your Onboarding Specialist. You can plan on this call taking about an hour. Our team will ask you a lot of questions, get to know your shop, your brand, and your goals, and gather everything we need to build your campaign.

Step Three: Ads Go Live

Our team will get to work building out your programmatic ad campaign, including creative, targeting, and platform setup. Your ads will be running within 2 weeks of your kickoff call.

Here’s what to expect once your ads launch:

Programmatic advertising is a brand-building play. You’re not going to see a flood of phone calls like you might with Google Search Ads. Instead, you’re building awareness and trust over time. Most shops start seeing meaningful momentum around the 60–90 day mark as impressions compound and your brand becomes more recognizable in your market.

Be patient. Trust the process. And stay consistent. That’s how programmatic advertising wins.

Programmatic Advertising Glossary

CTV (Connected TV):
Television delivered through streaming services like Roku, Hulu, Amazon Fire TV, and more.
OTT (Over-The-Top):
Streaming content delivered over the internet without cable, such as Hulu or YouTube TV.
DSP (Demand-Side Platform):
Software that automates the buying of programmatic ads across multiple platforms.
CPM (Cost Per Mille):
The cost per 1,000 impressions. This is the primary pricing model for programmatic ads.
Viewability:
A metric indicating how much of your ad was actually viewable on screen.

Completion Rate:
Percentage of users who watched or listened to your full ad.
Frequency Capping:
Controls how many times one person sees your ad.
Retargeting:
Serving ads to users who have interacted with your brand or visited your website.
Behavioral Targeting:
Targets users based on their online activity, interests, and patterns.

Frequently ASKED QUESTIONS

What are programmatic ads, and how do they work for auto repair shops?

Programmatic ads automatically place your shop on streaming TV, display sites, video, and audio platforms using targeted algorithms based on location and behavior.

Why should an auto repair business use programmatic advertising?

It builds brand recognition locally, keeps you top of mind, attracts better customers, and works great for hiring techs and service advisors.

How is programmatic advertising different from Google Search or Facebook ads?

Google targets active searchers. Facebook targets social users. Programmatic builds awareness across streaming TV, news sites, and podcasts before customers search.

What targeting options exist in programmatic advertising for a mechanic shop?

Location targeting, interest targeting, behavioral targeting, and retargeting for people who’ve engaged with your ads or visited your website before.

How much does a programmatic ad campaign cost for an auto repair shop?

Costs vary based on your goals, market size, and the platforms you choose. Most campaigns range from $1,500 to $3,000 per month, including the ad budget.

How do you measure ROI for programmatic ads in the auto repair industry?

We track impressions, viewability, completion rates, clicks, and engagement.

What are the best practices for launching a programmatic ad campaign for a car repair shop?

Set clear goals, use quality creative, target locally, and commit to 90 days. Consistency matters. Programmatic advertising builds brands over time.

Which mistakes should I avoid when doing programmatic advertising for auto repair?

Underfunding campaigns, quitting early, using poor creative, and not tracking performance. This is brand building, not a quick-fix strategy.

Do programmatic ads help increase car count?

Yes. Programmatic ads build brand awareness across your entire market, so when drivers need service, your shop is already top-of-mind. This leads to more calls, more appointments, and a stronger long-term customer base.

Is programmatic advertising worth it for single-location shops?

Absolutely. Single-location shops often see the biggest gains because programmatic ads quickly boost recognition in a tight local radius.

Do I need video assets to run streaming TV ads?

Yes. Programmatic ads require video assets for certain streaming, and real footage of your shop will be the best.

How long does it take to see ROI from programmatic advertising?

Most shops begin to feel momentum around the 60–90 day mark as impressions build and your brand becomes more familiar across your local market.

Can programmatic ads run alongside Google Ads and Facebook Ads?

Yes, and this is actually the most powerful strategy. Programmatic ads build awareness, while search/social capture demand.

Are programmatic ads expensive?

Budgets are flexible. What matters most is funding the campaign enough to make an impact. We’ll guide you on a budget based on your market size and goals.

Ready to Get Started with Programmatic Ads?

Great! We’re looking forward to having a conversation. Book a Discovery Call and get ready to have a relaxed and informative chat with the Pros. We’re under no pressure, so there’s no obligation that you’re moving forward with our programmatic advertising services. But if your interest is piqued, we want to make sure you know everything you need to know to make a good decision and we’re looking forward to having a new friend in the industry.